Little Antlers Think Tank
1. After creating the best landmark music festival IP in China in the summer, Xiami Music Entertainment returned to the indoor scene at the end of the year, presenting a diversified face of independent music;
2. From small indoor scenes to large-scale outdoor music festivals with tens of thousands of people, and then to invest in the production of large-scale concerts, Xiami Music Entertainment label is gradually improving its business layout in the performance market;
3. With the help of Damai's increasingly perfect publicity and distribution system, this year's Xiami Music Entertainment label has achieved a niche breakthrough, and will further seek more possibilities for explosive growth next year.
"The smoke and rain in March, the shaky south, you hold an apple in one hand and destiny in the other", from the famous song "Rice Shop" to the new album "Sha Mu Li", on the evening of December 25, on the stage of the Fulang LIVEHOUSE Shrimp Chamber Music Festival, folk musician Zhang Weiwei chose to sing from his previous life to this life after eight years of farewell to Beijing, and his choice for the last performance repertoire arrangement was to go back from the next life to the previous life.
"Rice Shop" is from Zhang Weiwei and Guo Long's 2008 album "You Wait for Me to Return", and then, the song of the same name from the album "Silver Hotel" released in 2012 sounded on the stage, which is still pure and simple folk guitar music. At the scene, Zhang Weiwei also sang two songs written by the poet Yin Lichuan and gave them to the old friend who came to the scene, and this interaction also evoked the memories of many senior music fans at the scene of the previous generation of folk and rock music performances.
In the second half of the performance, Zhang Weiwei's new album "Sha Mu Li" performed a very amazing VJ effect, whether it is the philosophical sci-fi scenes of "Solaris Star" and "Black Stone", or "Rain, wild mushrooms, winding mountains" in "Labyrinth", folk music and electronic music drums, bringing Beijing music fans a healing journey with a unique atmosphere.
Six days later, another classic presentation from the rock legend beautiful pharmacy also made the Xiami Chamber Music Festival restless.
At 8:00 p.m., the beautiful pharmacy appeared on time. From "Ma Long" to "Laoshan Taoist", one song after another, interspersed with the maverick teasing, laughing, crazy screaming and roaring of the lead singer Xiaohe, once again let Beijing music fans feel the artistry from avant-garde rock. Meihao Pharmacy is a legendary rock band active in Beijing's early indie music scene, and over the years, Xiaohe has been busy with the "rumor hunting project", and he often sings quietly with the children with a Zhongruan in his arms. This year, the band finally reorganized, and when these old songs, which were written more than ten years ago, were rearranged and passed through the gate of time and space, bringing a wonderful healing power to the new generation of young people.
This winter, the Xiami Chamber Music Festival has warmed the hearts of countless music fans.
As a performance label under Damai, looking back on the report card of Xiami Music Entertainment in 2023, from the large-scale landmark outdoor music festival Aranya Xiami Music Festival in the summer to the Xiami Chamber Music Festival with bi-weekly festivals at the end of the year, and then to the production of LIVEHOUSE and large-scale concerts throughout the year, Xiami Music Entertainment has established a full range of business lines in the performance market.
It is not difficult to see that in the face of an increasingly competitive industry environment, Xiami Music Entertainment is using aesthetics to capture users.
Create a small performance with concert standards, and present the diversified face of independent music
"Welcome the Sun of the New Year 2024 with Rumors", December 31, 23:45 p.m. - 1 a.m., Fulang LIVEHOUSE is open to music fans for free. In the streets of Beijing at midnight, young people gather at this special moment, counting down with their friends and lovers to celebrate the arrival of the New Year in the sound of melancholy music.
At 5 a.m. that day, tens of thousands of music fans appeared on the beach, when the instruments played one note after another on the stage, time froze at that moment, and more and more points of light appeared in the clouds, replacing the originally dark clouds and lighting up the waves on the beach. As Yin Liang, the manager of Xiami Music Entertainment, recalled, "This is the most difficult and profound performance I have ever done, and it has become an eternity for everyone on the scene in an instant." ”
This time, Shrimp Music Entertainment brought the eternal moment of the seaside to Beijing's Chinese New Year's Eve. That night, Fulang LIVEHOUSE was full of music fans celebrating New Year's Eve, and everyone's enthusiasm for life, love for music and expectations for the coming year were integrated at this moment, constituting the last moment of good memories in 2023 and ushering in the first light of 2024.
This time, the Xiami Chamber Music Festival is jointly presented by Xiami Music Entertainment and Tuo Tong Music, Niwu Entertainment, Encounter Music, Living Water Label, WIGWAM, SPACE CIRCLE, and Beijing Fulang LIVEHOUSE, which lasted for 5 days, covering the two weekends of Christmas and New Year's Day, Tizzy Bac (piano rock), Berlin Nurse (cold post-punk), Zhang Weiwei (folk electronic music), Beautiful Pharmacy (rock legend), Sweet Sister Session (acid rock), Pompeya (pop rock) and Taiga (ethnic/world music) appeared one after another, becoming the most unique, high-quality, and warm New Year's Eve project in Beijing at the end of the year.
Since its return in 2021, Xiami Music Entertainment has also created a small chamber music festival IP during the 11th National Day, and at that time, it also invited a number of highly personalized and diversified aesthetic musicians such as Sound Toys, Secret Operation, Li Xiaoyun, Wild Child, Xiaohe, Zhang Weiwei, Guo Long, Wan Xiaoli, Joyside, Moxizishi, Supermarket and Airboat, showing the label's aesthetic positioning and brand temperament in the music fan group for the first time.
From the perspective of the music entertainment industry, the distribution of the market has always been the rule of 28, especially this year, the uneven development of the industry is more prominent, the performance market as a whole is good for the head and the middle and upper part of the famous musicians, and the box office of concerts and music festivals continues to hit new highs.
At the same time, the independent music ecology has been further compressed, online, in the face of the involution traffic environment, it is more difficult for original emerging musicians to get ahead, the cost of offline tours has soared, and the performance demand has not been able to break through the cost dilemma.
The problems brought by this are self-evident, the market is coaxing musicians who have become famous, and the lineup of artists in the performance project is seriously homogeneous. A large number of high-quality independent musicians are often overlooked, lacking performance opportunities and projects.
Based on such a market pattern, Xiami Chamber Music Festival goes the opposite way, starting from the perspective of "personalized aesthetics of music", paying more attention to the "freshness", "professionalism" and "growth" of musicians, hoping to create more opportunities for musicians to perform on high-quality stages. Judging from the performance lineup of this music festival, it includes a variety of existences such as piano rock, cold post-friends, electronic folk, folk and rock legends, including professional musicians with high status in the industry and senior music fan groups, as well as emerging musicians with explosive potential.
In terms of performance production, the Xiami team produced a chamber music festival according to the standard of a concert, and the atmosphere created by each VJ visual and lighting on the stage was highly suitable for the expression of the musicians. Moreover, every performance is full of ritual. For example, Zhang Weiwei has been absent from the Beijing stage for many years, and this time it has the meaning of giving back to Beijing music fans; after the comeback, Meihao Pharmacy launched the "Interstellar Waste Beam" tour in November, from Chengdu, Foshan, Shanghai, Xi'an, and then to Beijing.
In terms of marketing, the organizers warmed and healed people's hearts through word-of-mouth fermentation and social media dissemination in a variety of ways, touching the hearts of young people with quality works, and invisibly creating a wave of tap water with the help of Christmas and New Year's Day.
Yin Liang said that the chamber music festival is a product sequence in the overall layout of Xiami Music Entertainment, and the content direction will insist on presenting music performances with aesthetic views, quality, attitude, temperature and commercial values, and will be launched from time to time in the future.
From the perspective of positioning, it is obvious that the Xiami Chamber Music Festival does not pursue traffic, and the significance of the industry lies in fully exploring the possibilities of niche and diversified music, attaching importance to the musicality of the stage, and presenting the diversity of current independent music. From the perspective of solving the differentiation of the performance market, all the musicians invited by the Xiami Chamber Music Festival are also providing professional references for the performance organizers.
From music festivals to concerts, explore more possibilities of the live music scene with the logic of explosive products
In August last year, as soon as the artist lineup of the Aranya Xiami Music Festival was released, it immediately swiped the circle of friends, and this sensational effect was mainly brought by the finale of the goatskin. After the bombardment of music festivals in the first half of the year, domestic music fans have begun to get tired of the homogenization of music festivals.
In the summer of last year, Thai entertainment idol artists became a trump card for the organizers to attract users, but the confusion caused by the unprofessional organizers also shocked fans. What kind of overseas musicians should be introduced, and what kind of content projects should be formed to stand out? This raised a question for the Xiami team at that time.
Judging from the final results, Shrimp not only invited an old friend of the Chinese people, the legendary rock music band Goatskin, but also invited MONO, Blue Foundation, The fin, She Her Hers and other international bands with unique musical aesthetics to perform. From hardcore rock such as Pain Worship, Tour Group, and Frog Pond to top-notch bands with dialect characteristics represented by Wutiao Ren and Jiulian Zhenren, as well as avant-garde bands such as Caodong No Party and Chair Orchestra, the overall presentation of independent music is diverse.
In terms of performance, in addition to the two-day music festival, there is also a night party and a sunrise stage, which is amazing. Due to its strong landmark, Aranya itself is already a gathering place for literary and artistic youth and the middle class, with complete infrastructure, in terms of on-site experience, music fans can visit art exhibitions, bookstores and cafes during the music festival, and have a late-night snack in the seaside canteen after watching the finale...... All of these left a beautiful and deep impression on the music fans at the time.
The spiritual core of the Aranya Xiami Music Festival, "Another Life", which is not defined by life, also caused a lot of discussion among the media and music fans at that time. In fact, Xiami Music Festival was able to achieve great success in the fierce competition in the summer season and became the best sample of this year's domestic landmark music festival, thanks to the differentiated advantages of the team's content. For music fans, this is not only a musical feast, but also a "healing journey for the soul".
In addition to the music festival, Xiami Music Entertainment also pursues differentiated development in concerts, and has successively produced a number of highly potential projects such as Han Hong concert, Zhong Hanliang concert, Lehua family concert, Lin Zhixuan concert, Wang Lixin concert, etc., combined with the comprehensive operation ability backed by Damai, to help the project gain greater development space.
Taking Zhong Hanliang's concert as an example, the full-link service advantages of Xiami Music Entertainment have been brought into full play.
In terms of publicity and distribution, with the help of data products such as "want to see" and "make a wish" in Damai Station, the project was stored in advance, and the user access path was accurately paved. In the end, the tickets for Zhong Hanliang's concert in Shanghai were quickly sold out, and the project's attention ranked first in the list of similar performances.
In terms of sales, we will give full play to the operational advantages of the Damai community, and arouse the memory and enthusiasm of fans through emotional cards that fit the theme concept of the concert "time machine" such as "reunion after five years of absence", "listening to the story of timelessness", and "going to a long-lost reminiscence", so as to continuously expand the influence and attention of the concert, achieve accurate publicity and planting, pry the feelings of loyal fans in the short term, and improve the ticket purchase conversion rate of fans and passers-by.
It is not difficult to see that in the second half of the year, in the case of the competition of a large number of concert star projects, not only won the landmark venues in important cities to hold solo concerts, but also achieved good box office results.
According to the data, as of December last year, the number of Damai's "want to see" users in 2023 has reached 210 million, and the number of concert "wish" users has reached 51 million. As data decision-making products based on consumer demand, "want to see" and "make a wish" are becoming an important decision-making starting point for producers and organizers, which not only promotes different scale and type of tour projects to move more scientifically to the sinking market, creates huge incremental value, but also enhances greater certainty for performance projects. In the future, this will also provide more energy and development advantages for the long-term development of Xiami Music Entertainment.
On the whole, in the year of "soaring" performance market after the recovery of the epidemic, Xiami Music Entertainment has further consolidated its aesthetic characteristics as a performance label, created a differentiated content product competitive advantage, and has formed a unique existence in the hearts of music fans. At the same time, the starting point of its win-win cooperation has also won the trust of industry partners, and the future development track will be broader.
brief summary
Standing in 2023 and looking forward to 2024, next year's performance industry will further strengthen branding, maintain the original intention, pay attention to content quality, focus on long-term value, pay attention to user pain points and fan needs, and dig deep into the scarce value of performance IP to bring certainty of benefits.
For Xiami Music Entertainment, the growth space and market growth potential of the label's development are still huge, and its unique competitiveness will bring more high-quality content planning and beautiful music experience to the market, and the explosion of content diversification will also become the norm for the label's development.
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